Liaisons Dangereuses
You don’t have to be a prude to know that snuggling up to your chosen partner may lead to some serious hanky-panky – and ultimately to a march down the aisle (involuntarily). Let’s assume Anheuser-Busch and Heineken know what they are doing, having recently signed a licensing agreement that allows Heineken to brew, sell and distribute the U.S. firm’s flagship beer under the “Bud” trademark in Russia. Apparently, the cooperation between Anheuser-Busch and Heineken in Italy, which only came about because Anheuser-Busch’s erstwhile Italian partner Peroni was sold to its arch-rival SABMiller, must have proven agreeable to both parties that they decided to extend it to Russia. But why Heineken should be keen to sell Bud rather than its own Heineken brand in a market that is still expanding, is beyond many people’s comprehension.
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